Pelican Products has announced the appointment of James “JC” Curleigh as the company’s new chief executive officer, bringing more than 30 years of experience with brands such as M&M Mars, Salomon Sports, TaylorMade Golf, Keen Footwear, Levi’s Apparel, and most recently Gibson Guitars, to the new role.
“JC brings deep consumer and commercial experience to Pelican, a brand that has built tremendous loyalty and is now ready for the next stage of growth,” says Brandon Crawley, interim CEO of Pelican and managing director at Platinum Equity, which acquired Pelican in 2021. “Pelican’s well-deserved reputation in protective cases lays the groundwork for development of a more diverse product set. JC is the right leader to continue to broaden Pelican’s reach and leverage its core strengths to capitalize on emerging opportunities in the industry.”
“The opportunity to lead another iconic brand confidently into the future is very exciting for me professionally and personally,” Curleigh adds. “I look forward to leading the team to further unlock the potential of the Pelican brand with the right balance of insights, inspiration, and innovation.”
Randy Hetrick, veteran Navy SEAL officer and founder of TRX and OutFit, concludes, “I have relied on Pelican products to protect our precious cargo as a Navy SEAL and I have been a big fan of JC’s leadership accomplishments at some of the world’s most iconic brands, so I am excited to see this powerful combination connect to shape the future of Pelican.”
